Hayden Williams X Missguided

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The ultimate 90s inspired collection is here. We teamed up with Hollywood’s no.1 fashion illustrator Hayden Williams, to bring you an exclusive clothing collaboration. In case you didn’t already know, Hayden is part of the Instagram top tier elite. He’s a fashion illustrator who sketches out iconic celebrity outfits, as well as his own designs. His drawings are loved by babes including Rhianna, J-Lo and Queen Bey. SS20 @versace fashion show in a revamped version of her jungle print 2000 Grammys dress. We worked with him to turn his iconic drawings into an actual clothing collection. So, instead of just double tapping the looks on Instagram, you can actually wear them. The Hayden Williams X Missguided collaboration channels some serious 90’s vibes. We’ve incorporated check co ords, bright colours and of course, matching berets. Take a look at Hayden’s original sketches below and scroll to see how we turned them into an IRL collection. The Hayden Williams X Missguided collaboration is now available to shop online. Taking inspiration from your favourite 90s films, it’s the ultimate Autumn/Winter must-have. Find out all the latest news from Missguided on the Babezine. Be the first to hear about new drops, get inspiration from your favourite influencers and discover new music with Missguided Discovered.


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The number of foreign visitors to Japan in 2015 hit nearly 20 million, up 47% over 2014. The Japanese government has set a goal of increasing that number by at least another 50% in the next decade. Most tourists who arrive in Japan find Harajuku near the top of the must-see places in their guidebook. If Harajuku itself isn’t on a given itinerary, there’s a good chance that nearby landmarks Meiji Shrine and Yoyogi Park will be. Harajuku has long been popular with tourists, but the result of this new boom is that the neighborhood has experienced an unprecedented influx of visitors in a relatively short time period. As more and more tourists flock to Harajuku, the percentage of "locals" on the street continues to decreased. This has changed the atmosphere of the neighborhood in ways that people who live and work in Harajuku are still trying to understand. Star Trek’s "Prime Directive" - visitors should not interfere with alien civilizations - has gone unheeded in Harajuku.



As tourist numbers increase, the actual physical makeup of Harajuku is changing to accommodate them. A year ago, Harajuku didn’t have an official Visitor Center. Now it has two. Last year, a "Kawaii" theme restaurant opened in the heart of Harajuku. A Disney Store opened on the famous Takeshita Dori shopping street. The famous LaForet Harajuku Department Store created a food floor to lure tourists who may not be interested in fashion. A number of shops hired non-Japanese staff to deal with influx of Chinese-, Korean-, and English-speaking customers. And one of Japan’s most trendy teen fashion brands opened a spacious Harajuku store largely targeting the decidedly non-trendy tourist market. It’s not possible to say that any of these changes are objectively "good" or "bad", but it’s undeniable that the wave of tourists is dramatically changing the very definition of what Harajuku is - and to whom Harajuku appeals. The tourist boom has been great for restaurants, souvenir shops, international brand shops, and other businesses who appeal to one-time visitors.



However, Harajuku’s reputation was built not on brand shops and gift shopping, but on the street fashion scene and one-of-a-kind boutiques that have long thrived in the area. While many visitors find Harajuku’s quirky boutiques interesting as a tourist attraction, many independent shops report that very few of these tourists actually purchase anything. It’s not surprising that most tourists aren’t buying subculture items created for a very specific niche audience. While some independent boutiques - especially those in the "Japanese streetwear" space - have reported huge increases in sales, the more extreme, quirky, avant-garde boutiques upon which Harajuku’s international reputation was built are the shops at which tourists are least likely to spend money. These quirky Harajuku boutiques find themselves in the position of being a major draw for tourists to the area - without being able to see much benefit from those tourists. Quite the opposite of a benefit, the large number of tourists - potential customers for more "mainstream" shops and restaurants - drives rent prices up, putting financial pressure on the small shops. The high volume of tourists can also scare away the real customers that these shops depend on for their survival (see below).

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